Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | $140.5 billion | |
| E-commerce Penetration | 55.0% | of total retail |
| Cart Abandonment Rate | 70.0% | |
| Mobile Commerce Share | 68.2% | of e-commerce GMV |
| Average Order Value | $50.10 |
Overview
Indonesia's e-commerce market is experiencing phenomenal growth, driven by a massive population, increasing internet access, and a rapidly expanding digital economy. Online retail is becoming a mainstream shopping channel.
Breakdown
- Top E-commerce Categories (2026): Electronics ($38.5B), Fashion ($35.1B), Home Goods ($21.1B), Beauty & Personal Care ($15.5B), Toys & Hobbies ($12.6B)
- Payment Mix (2026): Digital Wallets 40%, Bank Transfers 25%, Credit/Debit Cards 20%, Cash on Delivery 15%
- Cross-Border E-commerce Share: 12%
Outlook
Indonesia's e-commerce GMV is forecast to continue its exponential growth. Improvements in logistics, wider adoption of digital payment methods, and increasing consumer comfort with online transactions will drive this expansion, with mobile commerce leading the way.
Sources: industry surveys, platform filings, and modeled estimates for 2026